Glossary

An attribution model is a rule, or set of rules, that determines how credit for conversions is assigned to different touchpoints in a customer's journey.

A bid strategy is the setting that determines what bid value the campaign places, automatically or manually, in each auction.

Conversion rate measures the percentage of users who complete a desired action out of the total number of visitors or interactions, indicating campaign effectiveness.

CPA is the average cost to acquire one conversion from an ad campaign. It is calculated as ad spend divided by conversion count.

Cost Per Click (CPC) is the amount an advertiser pays each time a user clicks on their advertisement.

Click-Through Rate (CTR) measures the percentage of people who click on a link, ad, or email after viewing it, indicating content engagement.

Custom audience is ad targeting built on customer data you provide or site/app interaction history. It is used for retargeting and reactivating past customers.

Customer Lifetime Value (CLV) is a prediction of the total revenue a business can reasonably expect from a single customer throughout their relationship.

Impression share is the ratio of impressions a campaign actually received to the total impressions it was eligible for. It shows the room a campaign has to reach more audience.

Landing page experience is the overall experience a user has on the landing page after clicking the ad. It is a component of Google Ads Quality Score.

Last-click attribution assigns 100% of the credit for a conversion to the very last touchpoint a customer interacted with before completing the desired action.

Lookalike audience is a user pool with behavior similar to your existing customers. Meta, Google, and LinkedIn offer comparable audience models.

Match types control which search queries a keyword will match. Google Ads offers three types: exact match, phrase match, and broad match.

Multi-Touch Attribution is a marketing measurement model that assigns credit to all customer touchpoints across a conversion path, providing a holistic view of campaign effectiveness.

A negative keyword is a keyword added so the ad does not trigger on specific queries. It reduces wasted spend and lifts CTR.

Quality Score is Google Ads' 1-10 evaluation of your ad and landing page for a keyword. The score directly affects CPC and ad rank.

ROAS measures the revenue generated for every dollar spent on advertising, indicating the efficiency of ad campaigns.